Amazon is one of the best places to sell your products online. This eCommerce platform boasts of a massive reach of 47% market share in the US and UK and 31% market share in Germany.
While it’s a superb outlet to showcase your products, build brand awareness, and sell more, there’s one caveat: there’s also plenty of competition here. Market Pulse reports that as of 2021, there are 9.2 million sellers on Amazon. 2.3 million of these are currently actively selling their products. There’s also mover 353 million products for sale on the platform as of this year.
As a business owner, you have your work cut out for you when you sell on Amazon. You need to have the right marketing strategy if you want to compete in this fierce market. So today, we’ll be talking about the different ways you can build a successful Amazon marketing strategy. Let’s get started!
Many shoppers begin their buying journey on Amazon. According to the “Amazon Advertising Report” by Jungle Scout, 74% of U.S. consumers begin their product searches here instead of Google. So you need the right marketing strategy so that these people can find your products.
An effective Amazon marketing strategy relies on four things: Amazon Advertising, Reviews, SEO, and affiliate marketing. When done properly, these can help you promote your products, engage your target customers, and boost your sales over time.
Amazon Advertising is a pay-per-click service native to Amazon. It works much like Google Ads where brands will only pay for advertising when potential buyers click on their targeted ads.
There are three types of Amazon Advertising ads:
These are interest or product-targeted display ads. You can choose from a list of related products or interests. This allows you to target these ads to relevant customers.
This is a keyword-targeted ad that is typically displayed above or below the search results page (SERP). When users click on it, they are redirected to the specific product you’re selling on Amazon.
These are display ads that appear on SERPs as headline banner ads always above the result listing. They lead customers to a branded landing page.
In eCommerce, reviews and ratings play a crucial role in the success of a product. Since shoppers can’t physically see or feel a product before purchasing, they rely on the experience of other customers when picking a product to buy.
As an Amazon seller, reviews is one of the most effective ways to boost your credibility and your conversion rates. You need to have enough positive reviews that can convince potential customers that your product is ahead of the competition.
Amazon is not only an eCommerce platform but it’s also a search engine. It uses an engine called A9 that buyers can use to find relevant product listings. As a seller, your goal is to optimize your product content to boost its discoverability and relevance. This way, shoppers can see, click, and buy your products.
Affiliate marketing is a marketing strategy that involves paying affiliate sites that feature your products every time their readers click and purchase. It’s a great way to build brand awareness and generate traffic to your product listings.
An effective Amazon advertising strategy relies on three things: your ad copy, the ad format you use, and your keywords.
PPC ads on Amazon are keyword-centric, much like Google Ads. So you need to target the right keywords so that your ad pops up when users enter a query related to your product. A few things to keep in mind when it comes to Amazon keywords are:
Consider how Amazon users expand generic keywords when searching for products on the platform when generating relevant keywords.
Your keywords should always be relevant to your product listing to attract the right customers.
The most important keywords should go in your header while the second and third most important keywords can be included in your descriptions. You only need to mention your keywords once per listing.
When it comes to your ad copy, you need to make sure that it is compelling and urgent. Your ads need to stand out so insert some creativity and humor into your copy. You can also highlight promotions to instill a sense of urgency into your ads.
Furthermore, your ad copy should also be specific. Include the most important information about your product including its dimensions and features that are most alluring to potential buyers.
It also helps to experiment with all three ad formats before focusing your budget on one. Try to see which ad type yields the highest returns. This way, you can allocate your budget better.
Amazon reviews can have a massive impact on your conversions and profits. So managing reviews is an important part of your Amazon marketing strategy. Here are some best practices when it comes to review management:
Doing so gives you useful insight into how customers respond to your products. It also lets you spot bad reviews and gives you a chance to correct any issues that customers may experience while using your product.
Thank users who have posted positive reviews. For bad reviews, see if you can turn dissatisfaction into satisfaction.
Respond to customer reviews with a consistent brand voice that resonates with your audience.
You can use Amazon’s Request a Review button, enter the Amazon Early Reviewer program, enroll your product in the Amazon Vine Program, or rely on your email list to solicit reviews.
Sharing reviews is a great way to attract leads on platforms other than Amazon. You can share them on social media to motivate your followers to try your products.
There are two things Amazon cares about, it’s the buyers and selling to them. So its A9 search engine is programmed to display products that fit customer queries and are most likely to sell. So to increase your chances of appearing on SERPs, you may want to consider these Amazon SEO strategies:
Buyers tend to expand basic keywords when searching for products on Amazon. So you need to think like one of your customers when generating keywords for your listings.
The general format for product headlines is [Brand] [Feature] [Material] [ Key Ingredients] [Product Type] [Model Number] [Size] [Package Count] [Color] [Flavor].
While not all these features may apply to your product, it’s important that you follow this order. And don’t forget to use your longtail keywords here.
The product photos you use in your listings can help build confidence and trust with your audience. In turn, this helps improve the odds of selling to potential customers. So be sure to follow the image guidelines to improve the customer experience.
It’s good to have a clear idea of how your competitors are pricing their products so you can match it. If your prices are the same or even lower than your competitors, customers are more likely to choose your brand.
There may be a lot of information about your product that you want to share with your customers. To make it more manageable for your audience, break your product descriptions down into bullet points. This makes your information concise and easy to read which helps customers in their buying decision.
Affiliates including YouTubers, bloggers, podcasters, and other digital content publishers can help drive traffic to your product listings and boost your sales. Here are some strategies that will help boost your affiliate marketing strategy:
You can sign up for an affiliate network to find marketers who can work with you. Amazon Associates is an excellent network to find influencers who can promote your products on their platforms. Alternatively, you can reach out to influencers directly, introduce your brand and your product, and give them an irresistible offer.
Certain products are better suited to affiliate marketing than others. Focusing on your more premium items benefits both you and the affiliate marketer in terms of earnings.
Content creators are massively creative but that doesn’t mean you can’t give them a bit of a boost. You can provide them with resource materials like comprehensive data sheets that they can share with their audience.
Marketing is a crucial part of selling on Amazon. Without a properly developed strategy, it will be more difficult to thrive in this competitive eCommerce platform. The tips above can help your brand in maintaining success over time.
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